Yesterday, farmworker mothers and their children kicked off the national Valentine’s Day of Action in Immokalee by crafting dozens of heart-shaped boycott messages and an oversized Fair Food Valentine to drop in the mail for Wendy’s CEO Todd Penegor. Before leaving their cards at the post office, the spirited group headed over to the Wendy’s restaurant in town to make sure the local manager, too, was made aware of the burgeoning national boycott. Once inside, however, they were given the cold shoulder.

Speaking of frosty... it’s no secret that Wendy’s spends millions trying to convince consumers that what sets them apart from those “Othr Guyz” — a thinly-veiled identity Wendy’s created with reference to competitors like McDonald’s and Burger King — is their fresh, never frozen beef. But how does Wendy’s stack up against those same competitors when it comes to human rights violations in their supply chain?

In case you missed it, CIW brilliantly exposes this stone-cold contradiction in a must-see, 30-second adbust of Wendy’s Super Bowl commercial, which has racked up a whopping 17,000 views since the big game. With the same $5 million Wendy's spent on half a minute of airtime, they could have funded at least five years of fairer wages and dignified working conditions for farmworkers through their participation in the Fair Food Program.

This Valentine’s Day, join the Fair Food Nation in letting Mr. Penegor know that we’re not buying any of it — literally. For inspiration in crafting your Valentine to Wendy’s top executive, check out these creative action resources. Be sure to take a picture with your V-Day card and upload it to social media using #BoycottWendys and tagging @Wendys before you mail it to Mr. Penegor: